Digital Marketing Exam Practice Tests
Course Introduction
Digital Marketing explores the strategies, tools, and analytics involved in promoting products and services through digital channels such as search engines, social media platforms, email, and websites. Students will learn the foundations of digital marketing, including content creation, search engine optimization (SEO), pay-per-click advertising, digital branding, influencer marketing, and data-driven decision-making. The course covers the latest trends and technologies, providing hands-on experience with industry-standard tools and platforms to plan, execute, and measure effective digital campaigns. By the end of the course, students will be equipped with the skills necessary to build and implement successful digital marketing strategies in todays rapidly evolving business landscape.
Recommended Textbook
M Marketing 5th Edition by Dhruv Grewal
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Page 2
Chapter 1: Overview of Marketing
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Sample Questions
Q1) At one point in the evolution of marketing,the United States entered a buyer's market and the customer became king.Which era is being described?
A) market-oriented
B) sales-oriented
C) production-oriented
D) value-based marketing
E) economics-oriented
Answer: A
Q2) Internet sites,physical stores,and kiosks are most closely associated with which element of the marketing mix?
A) place
B) price
C) product
D) promotion
E) proximity
Answer: A
Q3) What are the four Ps of marketing? Give an example of each.
Answer: Product,price,place,and promotion.Examples will vary.
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) When marketers use a variety of communication disciplines-advertising,personal selling,sales promotion,public relations,direct marketing,and online marketing-in combination to communicate a value proposition to the customer,it is referred to as
A) integrated marketing communications.
B) multimedia marketing.
C) diverse marketing communications.
D) comprehensive promotion.
E) managed marketing communications.
Answer: A
Q2) Strong supplier relations and efficient supply chains help firms such as Walmart achieve operational excellence.
A)True
B)False
Answer: True
Q3) The strategic planning process always proceeds sequentially through the five steps.
A)True
B)False
Answer: False
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Chapter 3: Social and Mobile Marketing
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Sample Questions
Q1) The app Vine allows users to share mini-movies on Twitter,satisfying the primary motivation of the need
A) to discover.
B) to socialize.
C) to accomplish.
D) for preparation.
E) for self-expression.
Answer: B
Q2) A personalized offer sent to a targeted customer via social media is more likely to be relevant to him or her.
A)True
B)False
Answer: True
Q3) Keyword analysis refers to the study of people's queries on search engines.
A)True
B)False
Answer: True
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Chapter 4: Marketing Ethics
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Sample Questions
Q1) Alicia has been asked to approve a marketing campaign that,although not illegal,promotes food products to children.She is concerned that the food products are not particularly nutritious,although they are not as bad for children as some others sold by competitors.By using the ethical decision-making metric,Alicia will
A) ignore the metric as unworkable,since the campaign might pass some of the tests and fail others.
B) consider the profit potential first; then explore the vague tests in the metric.
C) not worry about the children; their parents are likely to make the buying decision,and they should be able to decide for themselves.
D) evaluate the alternative using a series of questions.
E) consult the firm's code of ethics for guidance and leave personal ethical considerations out of the decision-making process.
Q2) How would you distinguish a firm that practices corporate social responsibility from one that behaves ethically?
Q3) What short-run versus long-run ethical dilemma do marketers often face?
Q4) How does corporate social responsibility relate to ethics?
Q5) Briefly describe how CSR affects the various stakeholder categories.
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Page 6
Chapter 5: Analyzing the Marketing Environment
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Sample Questions
Q1) Christy,who was born in 1955,advocated for "casual Friday" at her workplace.Christy is a member of which generational cohort?
A) Baby Boomer
B) Gen X
C) Gen Y
D) Gen Z
E) Millennials
Q2) As director of a small art gallery,one of Frederica's major concerns is the preferences of the people who buy her artists' work.Frederica recognizes that the center of her marketing efforts is
A) profits.
B) her target customers.
C) artistic social responsibility.
D) competing art galleries.
E) the arts movement.
Q3) Inflation refers to the cost of borrowing money.
A)True
B)False
Q4) In recent decades,how has income distribution changed in the United States?
Q5) Why are generational cohorts important to marketers?
Page 7
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Chapter 6: Consumer Behavior
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Sample Questions
Q1) Apple computer users tend to like the company and love its products.Apple has nurtured this __________ component of its customers' attitudes.
A) social
B) affective
C) psychological
D) cognitive
E) physiological
Q2) Another name for physiological risk is safety risk.
A)True
B)False
Q3) As manager of a local donut shop,Arnie greets his regular customers by name and often begins making their order when he sees them drive into the parking lot.Arnie knows habitual purchasers with strong store loyalty are great customers.
A)True
B)False
Q4) Marketers often use the principles and theories from other disciplines to understand consumer actions and develop marketing strategies.According to the text,what disciplines are most useful to marketers trying to understand consumer behavior?
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Chapter 7: Business-To-Business Marketing
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Sample Questions
Q1) Business-to-business marketing refers to buying and selling goods or services to consumers.
A)True
B)False
Q2) A buying center whose members reach a decision based on a collective agreement is known as an autocratic buying center.
A)True
B)False
Q3) The final step of the business-to-business buying process is a formal vendor performance analysis.
A)True
B)False
Q4) Both the B2B and B2C buying processes begin with A) central planning.
B) need recognition.
C) postpurchase dissonance.
D) alternative evaluation.
E) order specification.
Q5) Briefly describe the four types of buying centers and give an example of each.
Page 9
Q6) Describe the four B2B markets and explain how their transactions differ.
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Chapter 8: Global Marketing
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Sample
Questions
Q1) The United States imports more goods from China than it exports to China.This is known as
A) gross national income (GNI).
B) a trade surplus.
C) gross domestic product (GDP).
D) a trade deficit.
E) an import imbalance.
Q2) A __________ limits the quantity of imported merchandise,thus minimizing competition faced by domestic products.
A) tariff
B) duty
C) trading bloc
D) trade agreement
E) quota
Q3) What would it mean if Oreo adopted a glocalization strategy for global sales of its cookies?
Q4) To maximize potential,segments and target markets can and should be defined by more than just geography.
A)True
B)False
Page 10
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Chapter 9: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) Which of the following segmentation methods is being used when M&M's offers special wedding-themed packaging for customized M&M's (imprinted with the names of the bride and groom)?
A) occasion segmentation
B) geographic segmentation
C) lifestyle segmentation
D) benefit segmentation
E) loyalty segmentation
Q2) Jared is looking to expand his lawn-mowing business and wants to evaluate the profitability of a potential new market.The area he is looking at has 400 homes and Jared estimates that 10 percent of them would be likely to use his service.He charges $25 per mowing and on average customers mow their lawns 20 times a year.Jared estimates the variable costs to expand his business will be $5 per mowing and his fixed costs are $2,000.How much profit would Jared make on this new segment?
Q3) When a marketer adjusts the marketing mix to give customers a clear,distinctive understanding of what the product does,the marketer is engaging in psychographic segmentation.
A)True
B)False
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Page 11
Chapter 10: Marketing Research
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Sample Questions
Q1) Once a marketing researcher is ready to move beyond preliminary insights to specific,informed questions,the researcher is ready to conduct
A) quantitative research.
B) data warehousing.
C) syndicated marketing surveys.
D) qualitative research.
E) research design.
Q2) One of the benefits of marketing research is it reduces the uncertainty under which managers make decisions.
A)True
B)False
Q3) Using __________,researchers ask questions,listen to and record responses,and ask additional questions based on initial responses.
A) questionnaires
B) experiments
C) in-depth interviews
D) primary data mining
E) observation
Q4) What is the difference between data and information?
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Chapter 11: Product, Branding, and Packaging Decisions
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Sample Questions
Q1) Which U.S.government agency has the primary responsibility in reviewing food and package labels to ensure claims made by the manufacturer about the product are true?
A) Federal Trade Commission
B) Federal Communications Commission
C) Consumer Product Safety Administration
D) Food and Drug Administration
E) Interstate Commerce Commission
Q2) Brand __________ is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service.
A) positioning
B) licensing
C) association
D) equity
E) solvency
Q3) Strong brands can reduce marketing costs.How do they accomplish that?
Q4) Brands are assets that can be legally protected through trademarks.
A)True
B)False
Q5) Provide a real-world example of a national brand and a private-label brand.
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Chapter 12: Developing New Products
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Sample Questions
Q1) When a product is successful in the introductory stage of the product life cycle,
A) it moves directly into the maturity stage.
B) it is most likely to begin to launch spinoffs.
C) competition becomes less important.
D) it may start to see profits toward the end of this stage.
E) marketing costs increase significantly.
Q2) Beverly is assessing the results of a new product launch of a series of e-books for her bookstore.When evaluating the results,Beverly will likely consider all of the following except
A) why it took her so long to consider the new product line.
B) if the e-books are generating the expected level of profit.
C) if the e-books are generating the expected level of sales.
D) if her customers are interested in the new books.
E) if the e-books function as expected.
Q3) Respond to the statement "Create or die" from a new product innovation perspective.
Q4) Why do marketers take the time and cost associated with test marketing?
Q5) Why are innovators important to marketers?
Q6) Why is the failure rate for new products so high?
Page 14
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Chapter 13: Services: the Intangible Product
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Sample Questions
Q1) Martha had several unpleasant experiences trying to find the merchandise she needed at a large lumber yard and hardware store.The employees-when she could find them-rarely seemed to know where anything was outside of their own departments.But on her most recent visit,she was pleasantly surprised to find that the store had installed kiosks where she could get directions quickly and accurately.The store had found a technological solution to the services marketing issue of A) intangibility.
B) part-time employees.
C) perishability.
D) inseparability.
E) heterogeneity.
Q2) Airline passengers in Europe receive much greater monetary compensation when they are bumped due to overbooking than do passengers in the United States.How do airline passengers determine what is "fair" when there is a service failure?
Q3) One professor was known for never teaching the same course the same way twice.Which difference between a product and a service does this represent? How could the professor use this to his or her advantage?
Q4) Name three ways a firm can evaluate service quality,and give examples of each.
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Page 15
Chapter 14: Pricing Concepts for Establishing Value
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Sample Questions
Q1) Naomi tells her sales representatives the goal is to generate at least a 20 percent return on investment for all of the industrial building supplies they sell.Naomi is using a _______ pricing strategy.
A) sales orientation
B) target profit
C) target return
D) status quo
E) competitive parity
Q2) Sharon knew that her established customers liked her product much better than her competitor's.She was planning to expand into new markets,and she was considering pricing.She was leaning toward charging a higher price than competitors to help demonstrate that hers was a high-quality product.Sharon was considering
A) a top of market strategy.
B) the value of quality.
C) advantageous pricing.
D) premium pricing.
E) differential pricing.
Q3) How is consumer behavior affected by the "income effect"?
Q4) Explain how the demand curve works,and how it benefits a firm.
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Chapter 15: Supply Chain and Channel Management
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Sample Questions
Q1) How have radio frequency identification tags made work easier for distribution centers?
Q2) Retailers often perform ticketing and marking functions in their distribution centers rather than in their retail stores because ticketing and marking is often
A) the responsibility of the dispatcher.
B) too complex for sales personnel to manage.
C) done in conjunction with supply chain promotional allowances.
D) the responsibility of the logistics department and not the marketing department.
E) inefficient and expensive.
Q3) Which of the following is not required to build a successful strategic relationship?
A) mutual trust
B) open communications
C) creation of a joint venture
D) common goals
E) credible commitments
Q4) How can an electronic data interchange be used by a manufacturer to support the product,price,and promotion elements of the marketing mix?
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17
Chapter 16: Retailing and Omnichannel Marketing
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Sample Questions
Q1) Target consistently offers trendy home furnishings at an affordable price both in its stores and on its website.For a consumer,which retailing challenge is Target addressing?
A) integrated CRM
B) brand image consistency
C) pricing consistency
D) integrated supply chain
E) efficient distribution
Q2) Imagine you are shopping for a specific item (such as a sweater,a toaster,etc.).What type of general merchandise retailer will you first seek? Using a specific item,select one type of general retailer,and in broad terms,describe the breadth and depth of its merchandise,the level of anticipated customer service,and general pricing.
Q3) Convenience for the customer is seldom a factor for manufacturers when choosing a retail partner.
A)True
B)False
Q4) When writing news stories,journalists are taught to answer the questions of who,what,when,where,and why.How is the job of retailers similar to that of journalists?
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Chapter 17: Integrated Marketing Communications
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Sample Questions
Q1) Compared to other IMC alternatives,advertising is extremely effective for A) closing a sale.
B) decoding messages efficiently.
C) reducing the potential for noise.
D) creating awareness and generating interest in a product.
E) repositioning consumers in the AIDA model.
Q2) National manufacturers and retailers often pay a service provider to monitor television ads around the country to ensure that their ads are shown in their entirety during the time frames that were purchased.This service provider is monitoring for IMC noise problems associated with A) competing messages.
B) lack of clarity in the message.
C) a poor choice of medium.
D) a flaw in the medium.
E) an extended feedback loop.
Q3) The sender of an integrated marketing communication controls the meaning individual receivers take from the message.
A)True
B)False
Q4) Explain how a company can use search engine marketing.
Page 19
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Chapter 18: Advertising, Public Relations, and Sales Promotions
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Sample Questions
Q1) Which of the following is the best example of puffery?
A) "Take two and call us in the morning."
B) "Happy hour every Friday."
C) "You have tried the rest,now try the best."
D) "All natural ingredients."
E) "Northwestern,the quiet company."
Q2) Public service announcements (PSAs)represent a form of sales promotion.
A)True
B)False
Q3) Campbell's Soup Company ran a series of radio ads tied to local weather forecasts.Before an impending storm the ads said,"Time to stock up on Campbell's Soup." During the storm the ads said,"Stay home and stay warm with Campbell's Soup." The first ad was __________ advertising,while the second ad was __________ advertising.
A) informative; persuasive
B) persuasive; reminder
C) reminder; persuasive
D) discussive; informative
E) institutional; persuasive
Q4) What is a unique selling proposition (USP)? Propose one for your university.
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Chapter 19: Personal Selling and Sales Management
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Sample Questions
Q1) You are offered a sales position and given a choice of salary plus a small commission or straight commission.What are the advantages and disadvantages of each?
Q2) __________ is a sales philosophy and process that emphasizes a commitment to maintaining and investing in long-term,mutually beneficial business relationships.
A) Organizational buying
B) Cold calling
C) Psychographic selling
D) Relationship selling
E) Sales management
Q3) Describe the objective and subjective ways that can be used to evaluate a salesperson's performance.When should each be used?
Q4) Ethical and legal issues are likely to arise between the sales force and corporate policy when the salespeople become conflicted between doing what they believe is ethical and what their company asks them to do in order to make a sale.
A)True
B)False
Q5) What are some of the key functions performed by sales management?
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